What makes a good beauty launch? Is it the formula and intended function—or is it all in the name? Jones Road’s latest product drop is betting on the former. The brand recently launched a series of makeup kits featuring a new, mysterious product without a finalized name.
Well, technically, it’s called Working Name. It’s not the final nomenclature, and founder Bobbi Brown took to Instagram to explain why. In a seven-slide carousel, the legendary makeup artist shared that, as with any Jones Road Beauty product, the formula comes first. In the opening slide, she shared that the goal was simple: to create a lightweight hybrid-gel formula that tints the skin and leaves a soft, luminous finish.
That process led the team to blend the best elements of the brand’s best-selling Gel Bronzer ($36) and Shimmer Face Oil ($36). Brown described the result as something special—the kind of product you reach for without thinking. The challenge was naming it. In her post, Brown explained that the team was at a standstill. “Between our makeup artists, copywriter, product team and marketing team, we could not agree on a name,” she wrote.
Rather than settle on something that didn’t feel right, Brown leaned into one of the brand’s core values: honesty. “Well, sometimes the perfect name takes a little longer to nail. Instead of settling, we kept it honest. For now, it is called: ‘Working Name: Gel Tint.' Because that is exactly what it is,” she said.
In another post, Brown also broke down what makes the product distinct, sharing that it’s a sheer formula that delivers a soft wash of color with light-reflective properties. Unlike Miracle Balm ($38)—which stays dewy—it’s formulated to dry down, leaving behind sheer color and subtle luminosity.
The hybrid-gel tint is exclusive to Jones Road’s new kits, which come in two colorways: Dusty Rose ($80) and Sunkissed ($80). Each kit includes Just a Sec Eyeshadow ($28) and The Lippie Stick ($24) in a matching shade to complement the gel tint. According to Brown, it’s “monochromatic at its best.”
The kits retail for $80 and are available on the brand’s website and at select retail locations.
Jones Road
The Dusty Rose Kit
Jones Road
The Sunkissed Kit
